RCG Blog To The Point

Who are you? Who is your target audience? How will they find out about you? Why should they care?

Posted on February 7, 2014

We have a passion for helping clients develop and grow their brand!! Whether you are promoting a product or service, big or small, local or national, we will work with you to achieve a competitive advantage for your brand. With our established process, we can help you leverage your strategic vision to achieve amazing results. Let’s find a way to work together to build your brand to impact the future.

The following process is laid out in five phases to effectively develop a brand positioning that explains how your brand will create a sustainable competitive advantage in the minds of your target audiences.

Phase I – Discovery – Research and AnalysisTo reposition your brand we must first take a deeper look at the operation as a whole. This is primarily a customer-focused exercise. It is designed to assess the “health” of your brand, uncover sources for the brand and suggest ways to improve and leverage equity. In this phase we will do the following:

Clarify and define vision, strategies, and goals

Brainstorming kick-off session with your team

Conduct stakeholder interviews to understand current perceptions from both internal and external audiences

Phase II – Brand Positioning DevelopmentIn this phase we will take the learning’s from phase I and filter it to the necessary and most important insights, magnify those points to hone in on the most important details, and then establish an effective positioning strategy that drives the rest of the process.

Synthesize the learning’s from the Discovery Phase

Create a brand positioning statement and tag line

Create brand attributes

Deliver Creative Brief – a document that lays out the creative framework for the marketing materials